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Chapter 16
Managing Retailing,
Wholesaling, and
Logistics
Cherry Tatel
09-Oct-2013

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1. Retailers and its types
2. New Retail Environment
a. Recent developments
b. Marketing Decisions
3. Growth of Private Label Brand
4. Trends in Wholesaling
5. Market Logistics
a. Objectives
b. Decisions
c. Lessons
Chapter Outline

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1. Retailers and its Types
3
Store Retailers
Self-
service
Self-
selection
Limited
service
Full
service
Non-store Retailing
Direct
selling
Direct
marketing
Automatic
vending
Buying
service
Corporate Retailing
& Franchising
Corporate
chain
stores
Voluntary
chains
Retailer and
Consumer
cooperatives
Franchises
Merchandising
conglomerates
4
s
e
r
v
i
c
e
s
4
c
a
t
e
g
o
r
i
e
s
5
M
a
j
o
r
t
y
p
e
s

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1. Retailers and its Types
Store Retailers
Non-store Retailing
Corporate Retailing
& Franchising

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Recent Retail Developments
1. New Retail Forms and Combinations
2. Growth of Intertype Competition
3. Competition between Store-Based and Non store-based
retailing
4. Growth of Giant Retailers
5. Decline of Middle-Market Retailers
6. Growing investment in Technology
7. Global Profile of Major Retailers
8. Growth of Shopper Marketing
2. New Retail Environment

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2. New Retail Environment

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3. Marketing Decisions in
Retail Environment
Areas to examine:
1. Target Market
2. Channels
3. Product assortment
4. Procurement
5. Prices
6. Services
7. Store atmosphere
8. Store activities and experiences
9. Communications
10. Location

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3. Marketing Decisions in
Retail Environment

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4. Private Label Brand
a. Can generate higher profit margin
- benefits from weakening of national brand
- for more price conscious consumers
- well stocked, more prominent display
b. Distinct from “generics” or unbranded
- generics are unbranded, plainly packaged,
less expensive version of common products
- Private label packaging can be premium
products without direct competition; packaged
innovatively and attractively.

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4. Private Label Brand

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5. Wholesaling Trend
Continuous market pressures requires
wholesalers to adopt to changing needs
1. New competition
2. Demanding customers
3. New technologies
4. More direct buying programs
.

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5. Wholesaling Trend

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6. Market Logistics
a. Objectives
- Getting the right goods to the right places at the right
time for the right cost (?)
b. Decision
- Order Processing
- Warehousing
- Inventory
c. Lessons
- Strategies must be derived from business
rather than from cost considerations.

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6. Market Logistics Decisions
Order Processing
Warehousing
Inventory
Shorten order to payment cycle
Reduce number of stocking location
Determine optimal order quantity

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Chapter 16
Managing Retailing,
Wholesaling, and
Logistics
Cherry Tatel
09-Oct-2013